Originally published on 11/29/2021. Last updated on 03/07/2024.
Fantastic web design goes beyond just a pretty face. It’s a perfect blend of beauty, speed, and ease of use. Ideally, every element of your website is designed to work well in conjunction with everything else. This creates a seamless, enjoyable experience for visitors.
Whether you’re an experienced website owner or just starting to establish your online presence, there are some essential web design insights you should have on your radar. This guide will explore a few crucial principles that will transform your website from simply functional to truly exceptional.
Why Web Design Matters
Your website is often your first point of contact with potential customers. Within seconds, visitors form a lasting impression of your brand. A well-designed website immediately conveys professionalism and establishes trust. On the flip side, a poorly designed website with outdated visuals, slow load times, or confusing navigation can quickly send visitors in search of a better experience.
It’s not just about appearances, though. A thoughtfully crafted website guides visitors through a seamless experience, encouraging them to explore your offerings and take action. Whether your goal is to generate leads, drive sales, or establish brand awareness, your website serves as a tireless salesperson, promoting your offerings and influencing purchasing decisions.
Five Key Web Design Insights
Building a website that truly resonates with your audience and drives business goals requires a deeper understanding of web design principles. From aesthetics to functionality, there are several key insights that every website owner should know. Let’s take a closer look.
1. Speed Trumps Almost Everything
Modern websites absolutely need to be fast. Even stunning visuals and killer content can’t make up for a slow website. The faster your site loads, the happier your visitors will be. In fact, research shows that nearly 70% of consumers admit that page speed influences their likeliness to buy.
The consequences for a page that fails to do so are clear. With just a click or a swipe, what was a potential customer just a few seconds ago is now back in the search results and taking a closer look at the competition.
From a design perspective, there’s another critical consideration. While animations and videos can add visual appeal, they can also significantly impact load times. When conversions are the ultimate goal, it’s often worth sacrificing some visual flair in favor of a lightning-fast user experience.
2. It’s Often Better to Stick with a Single Image in a Space
Carousels and sliders, while once popular, can now feel outdated and distract from the core message of your website. Visitors are often overwhelmed by too many visual choices, and studies show they experience “banner blindness,” often ignoring these elements entirely or only interacting with the first slide.
For both design impact and user-friendliness, a single, carefully selected image is often the better choice. This approach aligns with modern minimalist design trends and ensures your primary message has the visual space to make a lasting impression.
There are additional downsides to carousels and sliders. They can be detrimental to loading speed (conflicting with our first principle!) and create accessibility challenges for individuals using screen readers.
In most cases, both in terms of practicality and user experience, it’s wiser to focus on a single, compelling image that clearly supports your website’s goals.
3. Prices and Calls to Action Demand Prominence
One often overlooked aspect of website design is the strategic placement of prices and calls to action (CTAs). Hiding prices hinders user experience and can frustrate potential customers, especially since modern consumers expect transparency. If they can’t easily find pricing information, they’re likely to abandon your site in search of a competitor that provides it upfront.
The same principle applies to calls to action. Selling and convincing is often the most challenging part of a conversion. Enabling them to buy, register, or otherwise meet a goal should be the easy part. Your CTAs should be clear, concise, and prominently displayed. From floating buttons to repeating the same link multiple times on a page, great design means ensuring that the option is available front and center when someone is ready to convert.
4. Design for Scrollers, Not for Clickers
The days of dividing long-form content into multiple pages are largely behind us. This outdated practice was often rooted in the misconception that it made content more digestible when in reality, it added unnecessary friction to the user experience.
Modern users, especially those on mobile devices, are used to scrolling. Forcing them to click through multiple pages disrupts their flow and can lead to frustration. Remember, your goal is to keep users engaged, not send them on a scavenger hunt for information.
With smooth scrolling and intuitive navigation, a well-designed webpage can accommodate content of any length without sacrificing readability. Embrace this format for the benefit of your visitors– and your search engine rankings.
5. White Space Remains a Key Tool
While design trends may come and go, the power of white space (or negative space) remains constant. In a world of visual overload, white space provides breathing room for your content and guides the user’s eye. Don’t be afraid to embrace the emptiness; it’s a key design element that enhances readability, focus, and overall visual appeal.
Think of white space as a spotlight for your most important elements. By strategically surrounding text, images, and calls to action with white space, you create a sense of hierarchy and importance. This helps visitors quickly scan your page, digest key information, and make informed decisions.
Web Design Insights: Partner with Vervology
These five web design insights are an excellent starting point, but they’re just the beginning. At Vervology, our expert team specializes in crafting beautiful, user-centric websites that deliver results. Whether you need a comprehensive website overhaul or strategic optimization for a specific goal, our team is ready to help.
Ready to transform your website into a foundation for business growth? Contact Vervology today to get started.